A First-Class Experience: CEO Paul Glantz re-Emagines Movie Theaters
by Claudia Moscovici
Ten years ago, many thought that movie theaters would go by the wayside, the way the video rental industry has. With the rise in popularity of Netflix (founded in 1997), Hulu (founded in 2007) and other popular video on demand companies, which allows viewers to enjoy movies and shows in the privacy of their homes, it seemed as if going to the cinema would become a thing of the past.
A few years ago, Paul Glantz, CEO of Proctor Financial and Emagine Entertainment, Inc., based in Troy Michigan, proved this prediction wrong. He raised over 45 million dollars to create a high-end chain of movie theaters throughout the Midwest. Most are located in his native state, Michigan, and a few can be found in Minnesota and Illinois. This concept is bound to expand, as Emagine Entertainment becomes a highly successful national chain. What Glantz has created is a win-win situation: a greatly enjoyable experience for the viewers that creates great profits for the company. “Whenever I put the interest of those on task to serve ahead of my own, it always turns out beautiful for both of us,” Glantz stated in a recent interview with Laurence Technological University. While regular movie theaters did, indeed, lose some business as a result of video on demand companies, Glantz’s venture shows that, as far as movie going is concerned, people prefer to fly first class rather than economy, so to speak.
The analogy fits. Watching a movie at one of the luxurious Emagine theaters is a similar experience to flying first class. You lean back in luxurious leather seats and enjoy a glass of wine—or a beer—with your movie, and perhaps even a delicious, warm dinner. Snacking is more delectable too. Emagine Theaters not only have a wide array of flavored popcorn options—the most popular American movie munchies since the Great Depression—but also serve pizza, pretzels, and other treats. The soda machines are upgraded too. With the push of a button you can flavor your favorite cola however you wish. The theater space is elegantly appointed in a contemporary design that includes plenty of comfortable seating—and even a fireplace—to enjoy conversation with friends while awaiting the beginning of a film. But this is where the analogy stops: you don’t have to pay premium prices for this first class experience. Movie tickets at Emagine Theaters sell for about ten dollars, only three dollars more than at regular movie theaters. The price is so economical, the movie experience so enjoyable, and the food so enticing, that you might be tempted to just move into the theater for good. (But don’t get any ideas…)